Streaming media companies are increasingly focusing on generating original content as they try to draw viewers away from network and cable television. Netflix is leading the way, and its flagship show, House of Cards, premiers today. Not to be outdone, Amazon said Thursday that it is expanding its plans beyond situation comedies to include children’s programming.

To do this, Netflix and others are removing the traditional rules and oversight that can hamper creativity. Forget about the focus groups shaping shows, the suits calling the shots and the advertisers wringing their hands over something “edgy.” Streaming media companies are positioning themselves as the place where writers, directors and producers can do what they want, without fear of micromanaging.